{"id":1671462,"url":"https://alion.io/job/varicent-director-digital-marketing-web-experience-2","title":"Director, Digital Marketing & Web Experience","company":{"id":686603,"name":"Varicent","domain":"varicent.com","url":"https://alion.io/company/varicent","size_band":"201-500","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Greenhouse","truth_index":null},"role":"Marketing","role_family":"Marketing","seniority":"head","employment_type":null,"work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Toronto, Canada"],"countries":["CA"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":73000,"max_usd":130000,"period":"year","method":"role_seniority_country_remote_cell","sample_n":51},"experience_years_min":12,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"A/B Testing","optional":false},{"name":"Drupal","optional":false},{"name":"Google Ads","optional":false},{"name":"HubSpot","optional":false},{"name":"LinkedIn","optional":false},{"name":"Looker","optional":false},{"name":"Marketo","optional":false},{"name":"Power BI","optional":false},{"name":"Salesforce","optional":false},{"name":"ServiceNow","optional":false},{"name":"Webflow","optional":false},{"name":"WordPress","optional":false},{"name":"GA4","optional":true},{"name":"GDPR","optional":true},{"name":"Hotjar","optional":true},{"name":"PHP","optional":true}],"status":"live","first_seen_at":"2026-09-29T21:26:07Z","employer_posted_date":"2026-10-01","last_verified_at":"2026-11-06T11:59:22Z","board_verified":true,"closed_at":null,"days_open":37,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":37},"description":"At Varicent, we’re not just transforming the Sales Performance Management (SPM) market-we’re redefining how organizations achieve revenue success. Our cutting-edge SaaS solutions empower revenue leaders globally to design smarter go-to-market strategies, maximize seller performance, and unlock untapped potential. Varicent stands at the forefront of innovation, celebrated as a market leader in the 2025 Forrester Wave Report for SPM, 2023 Ventana Research Revenue Performance Management (RPM) Value Index, Gartner Peer Insights, 2024 Gartner SPM Market Guide, and G2. Our solutions are trusted by a diverse range of global industry leaders like T-Mobile, ServiceNow, Wawanesa Bank, Shaw Industries, Moody's, Stryker and hundreds more. Here’s why you’ll thrive at Varicent:\nInnovate with Purpose: Build impactful solutions for customers worldwide.\nJoin Excellence: Work in a diverse, collaborative, and innovative team.\nShape the Future: Lead in redefining revenue optimization.\nGrow Together: Unlock your potential in a supportive environment.\nJoin us at Varicent-where your talent and ambition meet limitless opportunities for success!\nThe Opportunity\nVaricent is seeking a strategic, creative, and data-driven Director, Digital Marketing & Web Experience to lead our digital growth engine across digital marketing, website strategy and experience, paid media, SEO/AEO/GEO, conversion optimization, and digital performance measurement.\nThis leader will own the strategy and performance of Varicent’s digital channels, with accountability for their contribution to pipeline and revenue. You’ll shape how prospective customers discover, engage with, and convert through Varicent’s digital experiences while ensuring our investments are measurable, scalable, and aligned with business objectives.\nThis is a broad functional leadership role that combines strategic ownership with operational fluency. You’ll lead a team and agency ecosystem spanning digital marketing and web experience while partnering closely with Marketing leadership, Demand Generation, Product Marketing, Content, Creative, Marketing Operations, Revenue Operations, Sales, Customer Marketing, IT, Finance, and other stakeholders.\nWhat You’ll Do\nDigital Marketing Strategy & Leadership\nOwn Varicent’s digital marketing strategy across paid media, SEO/SEM, website experience, landing pages, conversion optimization, retargeting, and account-based digital programs.\n\nDevelop and lead a multi-quarter digital marketing and web roadmap aligned with pipeline, revenue, brand, and customer acquisition goals.\n\nDefine the role of digital channels throughout the buyer journey, from awareness and demand creation through conversion, pipeline acceleration, and customer expansion.\n\nEstablish priorities, investment areas, operating rhythms, and measurement frameworks for the function.\n\nIdentify emerging digital opportunities, buyer behavior shifts, platform changes, competitive trends, and technologies that can improve performance.\n\nServe as the senior functional leader for digital marketing and web experience across the Marketing organization.\n\nPaid Media, Digital Acquisition & Pipeline\nOwn strategy and performance across paid digital channels, including Google Ads, LinkedIn, paid social, display, retargeting, review sites, content syndication, programmatic, ABM platforms, and intent-based advertising.\n\nOwn paid media budget strategy, channel mix, investment allocation, forecasting, and spend pacing.\n\nPartner with agencies on campaign execution, optimization, reporting, and performance recommendations.\n\nPartner with Demand Generation, Content, and Product Marketing to develop digital programs supporting product, audience, industry, ABM, event, webinar, and pipeline acceleration initiatives.\n\nLead audience segmentation, targeting, and experimentation across channels, creative, landing pages, forms, CTAs, and conversion paths.\n\nContinuously optimize programs to improve conversion, lead quality, opportunity creation, pipeline contribution, and return on marketing investment.\n\nEnsure digital programs are effectively integrated with marketing automation, CRM, lead routing, scoring, nurture, attribution, and reporting.\n\nWebsite Strategy & Digital Experience\nOwn Varicent’s corporate website strategy as a core demand generation, brand, product storytelling, and conversion platform.\n\nLead the vision for website experience, UX, design, navigation, information architecture, conversion paths, accessibility, and brand consistency in partnership with the Senior Web Developer.\n\nOwn the website roadmap and establish effective processes for prioritization, governance, design standards, development coordination, QA, and release management.\n\nLead the strategy for landing pages, campaign pages, product and industry pages, resource experiences, demo request paths, and event pages.\n\nPartner with Brand, Creative, Content, and Product Marketing to ensure the website clearly communicates Varicent’s value proposition and differentiation.\n\nDrive conversion rate optimization through analytics, heatmaps, behavioral insights, A/B testing, and funnel performance data.\n\nEnsure the website is optimized for search visibility, accessibility, Core Web Vitals, mobile responsiveness, privacy, security, and performance.\n\nLead major digital experience initiatives, including redesigns, CMS improvements, migrations, personalization programs, and other website transformations.\n\nOrganic Search & Discoverability\nOwn Varicent’s SEO strategy and ensure paid and organic search work together to maximize visibility, efficiency, and conversion.\n\nPartner with the Senior Manager of Digital Marketing to identify keyword opportunities, content gaps, high-intent buyer topics, and organic growth priorities.\n\nGuide technical SEO, content optimization, site architecture, metadata, schema, internal linking, and search-focused website improvements.\n\nPartner with the Senior Web Developer and agencies to resolve technical SEO issues related to indexing, crawlability, redirects, site speed, and page structure.\n\nEstablish SEO/AEO/GEO measurement that connects visibility and engagement with conversion and organic pipeline outcomes.\n\nEvolve Varicent’s approach to discoverability across traditional search engines, AI-powered search experiences, review sites, citations, and third-party platforms.\n\nDigital Analytics, Attribution & Performance\nOwn the digital performance measurement framework across paid media, SEO/AEO/GEO, website experience, and conversion paths.\n\nDefine KPIs, dashboards, reporting cadences, and executive-level performance narratives.\n\nPartner with Marketing Operations, Revenue Operations, Finance, and Analytics to ensure reliable campaign tracking, attribution, data flow, lead capture, routing, scoring, and reporting.\n\nAnalyze performance across the funnel, including traffic quality, engagement, conversion, MQL and opportunity creation, pipeline contribution, and ROI.\n\nTranslate complex performance data into clear insights and recommendations for senior leadership.\n\nLead digital forecasting and performance planning in partnership with Demand Generation and revenue teams.\n\nBuild a test-and-learn culture that continuously improves audiences, creative, messaging, website experiences, and investment decisions.\n\nTeam Leadership & Organizational Development\nLead and develop the digital marketing and web experience function, including a Senior Web Developer and Senior Manager of Digital Marketing, alongside Varicent’s SEO/AEO/GEO and paid media agency partners.\n\nSet clear goals, responsibilities, performance expectations, development plans, and operating rhythms for two direct reports.\n\nBuild a culture of accountability, creativity, speed, experimentation, and measurable impact.\n\nManage team capacity, prioritization, workload, hiring needs, and career development.\n\nCoach team members to strengthen strategic thinking, execution quality, and analytical decision-making.\n\nEstablish scalable processes for campaign execution, web intake, design review, QA, testing, and agency collaboration.\n\nShape the future-state organization, including team structure, capability gaps, and development needs.\n\nAgency, Vendor & Budget Management\nOwn digital marketing and web budget planning across paid media, agencies, contractors, tools, and platforms.\n\nManage external partners across paid media, SEO, web design and development, analytics, creative production, and CRO.\n\nDefine agency scopes, deliverables, timelines, performance expectations, and accountability.\n\nEvaluate agency and vendor performance and make recommendations regarding renewals, consolidation, replacement, or additional investment.\n\nDevelop business cases for digital investments based on growth opportunities, performance, and expected ROI.\n\nPartner with Finance, Procurement, Legal, and IT on vendor selection, contracts, renewals, and compliance.\n\nCross-Functional Leadership\nAct as a senior digital and web strategy partner to the SVP of Marketing and broader Marketing leadership team.\n\nLead alignment across teams on website priorities, digital campaign strategy, conversion goals, investment tradeoffs, and reporting.\n\nPartner with Sales and Revenue Operations to understand digital lead quality, pipeline progression, and conversion outcomes.\n\nPartner with Marketing Operations to ensure campaigns have effective tracking, attribution, scoring, and routing.\n\nCollaborate with Product Marketing, Content, Creative, and Brand to create digital experiences that reflect buyer needs, product positioning, and Varicent’s brand.\n\nCommunicate priorities, results, risks, investment needs, and strategic recommendations to senior leadership.\n\nWhat You’ll Bring\n12+ years of experience across digital marketing, demand generation, growth marketing, web strategy, or performance marketing, gained in-house, at an agency, or through a combination of both.\n\n7+ years of people leadership experience, including leading teams, managers, or multidisciplinary digital and web functions.\n\nSignificant B2B marketing experience, ideally within SaaS, technology, enterprise software, or another complex sales environment.\n\nA track record of building and scaling digital strategies that contribute to measurable pipeline, revenue, and efficient customer acquisition.\n\nDeep knowledge of paid media, SEM, SEO, paid social, display, retargeting, programmatic, content syndication, and account-based advertising.\n\nStrong understanding of website strategy, UX, web design and development workflows, CMS management, CRO, accessibility, and web analytics.\n\nExperience leading website redesigns, optimization programs, landing page strategies, or other significant digital experience initiatives.\n\nExperience with platforms such as Google Ads, Google Analytics 4, Google Tag Manager, Google Search Console, LinkedIn Campaign Manager, Meta, 6sense, Demandbase, RollWorks, or similar technologies.\n\nExperience with CMS platforms such as HubSpot, WordPress, Webflow, Drupal, Adobe Experience Manager, or similar.\n\nUnderstanding of marketing automation, CRM, attribution, campaign tracking, lead management, and funnel reporting using platforms such as Salesforce, Marketo, HubSpot, Looker, or Power BI.\n\nExperience managing significant paid media budgets and reallocating investment based on performance.\n\nStrong analytical skills and the ability to turn complex data into clear business insights and recommendations.\n\nExperience managing agencies, vendors, contractors, scopes of work, budgets, and performance expectations.\n\nExecutive-level communication skills and experience presenting strategy, results, risks, and recommendations to senior stakeholders.\n\nStrong cross-functional and program leadership skills, with the ability to navigate competing priorities across teams, systems, agencies, and timelines.\n\nExperience incorporating AI-powered marketing capabilities, such as generative AI, AI-driven personalization, or conversational experiences, int...","description_format":"text","description_chars":17482,"description_truncated":true,"requirements":{"experience_years_min":12,"management_years_min":null,"team_size_min":null,"manages_managers":false,"education":{"level":"bachelor","optional":false},"security_clearance":false,"languages":[]},"benefits":["Growth opportunities","Professional development","Retirement plans"],"hiring_locations":[],"hiring_excludes":[],"relocation_offered":false,"industries":["Sales Enablement"],"lifecycle":[{"event":"open","at":"2026-10-02T06:52:54Z"}],"visa":[],"liveness":{"score":81,"band":"hot","label":"Hiring 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